If you haven’t seen Michelob Ultra’s “The Ultra Hustle” yet, stop what you’re doing and go watch it. Seriously. This ad has everything: Catherine O’Hara, Willem Dafoe, pickleball, and the sneakiest, most conniving beer hustle you’ll ever witness. It’s funny, unexpected, and a total win in the world of advertising. Let’s talk about why this commercial works so well—and why we’re still thinking about it.

1. Catherine O’Hara and Willem Dafoe Are the MVPs

First of all, whoever decided to cast Schitt’s Creek legend Catherine O’Hara and the always-intense, something of a genius himself, Willem Dafoe, deserves a raise. These two have kooky chemistry for days, and their dead-serious, shark-eyed approach to hustling people on the pickleball court is chef’s kiss.

O’Hara brings her signature dry wit, and Dafoe’s intense, almost menacing energy somehow makes the whole thing even funnier. Seeing him apply that Green Goblin-level focus to pickleball? Pure gold.

2. Pickleball + Beer = A Match Made in Heaven

Pickleball is having a moment, and Michelob Ultra nailed the timing. By tapping into a sport that’s blown up in popularity, the ad instantly feels relevant & cheesy in all the right ways. But instead of just slapping some pickleball scenes together, they took it a step further—turning the game into a full-blown hustle.

The premise is simple: O’Hara and Dafoe hustle unsuspecting players for their Michelob Ultras. And honestly, who wouldn’t trade a game of pickleball for a cold beer? It’s relatable and ridiculous all at once.

3. The Humor Is Low-Key Hilarious

This isn’t in-your-face slapstick humor; it’s subtle and perfectly timed. The best part? The ad takes itself just seriously enough to make the joke land. O’Hara and Dafoe play their roles like seasoned pool sharks—except with paddles and pickleballs—while their opponents remain blissfully unaware, and honestly a little judgmental (something something don’t judge a book by its cover).

It’s that perfect balance of “Wait, are they really doing this?” and “Oh my God, they are.” The kind of humor that sticks with you and makes you chuckle later when you’re thinking about it.

4. High-Quality, but Not Over the Top

One reason this ad works so well is that it’s polished without feeling overproduced. The pacing is tight, the visuals are crisp, and the vibe is just… cool. Cold beer on a hot day cool, obviously.

The whole thing feels intentional, but not in a trying-too-hard way. It knows what it is—a fun, lighthearted ad that doesn’t take itself too seriously.

5. The Perfect Product Tie-In

And let’s not forget the beer! Michelob Ultra, the third main character in the commercial, weaves itself into the story so naturally. It’s not, “LOOK AT OUR BEER!” It’s more like, “Oh, hey, yeah, this is just what cool people drink when they’re done hustling pickleball.”

By the end of the ad, you’re not just craving a cold Michelob Ultra—you’re also kind of wondering if you should dust off your paddle and hit the court.

The Takeaway

Michelob Ultra’s “The Ultra Hustle” is a welcome reminder that advertising doesn’t have to be complicated to be effective. A great concept, the right talent, and a dash of humor can go a long way. It’s funny, clever, and totally on-brand—proof that ads don’t need to scream to be heard loud and clear.

So, the next time you’re thinking about how to promote your brand, take a page from Michelob Ultra’s playbook: keep it light, keep it fun, and maybe throw in a little pickleball, and a lot of personality.

In (what we assume would be) the words of the iconic Moira Rose: Darlings, are you yearning for an advertising campaign that exudes charisma, uniqueness, and the kind of je ne sais quoi that leaves audiences utterly enchanted? Allow Mad Men Marketing to be your guiding light. Together, we shall craft something fabulously memorable—a pièce de résistance that will have them talking for ages. Now, off you go! Contact us posthaste. 💫